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Anirban Mukhopadhyay


IEMS Research Areas

Areas of Expertise

Lay beliefs, Emotions and wellbeing, Self-regulation, Behavioral experimentation and Food psychology

Short Bio

Anirban Mukhopadhyay’s research examines the interplay between consumers’ lay beliefs, emotions, and self-regulatory decisions, and has been published in leading journals in Marketing, Psychology, Corporate Strategy, Economics, and Nutrition. His current substantive interests include food-related decision making, field experimentation with policy implications, and the interplay of consumption and subjective wellbeing, in societies around the world. Anirban is currently Editor-in-Chief of the Journal of Consumer Psychology and has served as Co-Editor and Area Editor at the same journal, Associate Editor at the Journal of Marketing Research, and on the editorial review boards of the Journal of Consumer Research and the International Journal of Research in Marketing. He is a past winner of the Early Career Award of the Society for Consumer Psychology, has co-chaired the Annual Conference of the Society for Consumer Psychology, and has been recognized as a Young Scholar by the Marketing Science Institute.

Selected Papers & Publications

  • Wang, Tingting, Anirban Mukhopadhyay, and Vanessa M. Patrick (2017), “Getting Consumers to Recycle NOW!: When and Why Cuteness Appeals influence Prosocial and Sustainable Behavior,” Journal of Public Policy and Marketing, 36 (Fall), 269-283.
  • Chao, Melody M., Sujata Visaria, Anirban Mukhopadhyay, and Rajeev Dehejia (2017), “Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention,” Journal of Experimental Psychology: General, 146, 10 (October), 1402-1419.
  • Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift (2017), “Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit,” Journal of Marketing Research, 54, 4 (August), 636-649.
  • Visaria, Sujata, Rajeev Dehejia, Melody M. Chao, and Anirban Mukhopadhyay (2016), “Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms,” Economics of Education Review, 54 (October), 173-184.
  • Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2016), “The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms,” Journal of the Association for Consumer Research, 1, 3 (July), 445-470.
  • Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2014), “Leanwashing: A Hidden Factor in the Obesity Crisis,” California Management Review, 56, 4 (Summer), 1-26. Lead article.
  • Labroo, Aparna A., Anirban Mukhopadhyay, and Ping Dong (2014), “Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being,” Journal of Experimental Social Psychology, 53 (July), 156-162.
  • McFerran, Brent and Anirban Mukhopadhyay (2013), “Lay Theories of Obesity Predict Actual Body Mass,” Psychological Science, 24, 8 (August), 1428-1436.
  • Wang, Chen and Anirban Mukhopadhyay (2012), “The Dynamics of Goal Revision: A Cybernetic Multi-Period Test-Operate-Test-Adjust-Loop (TOTAL) Model of Self-Regulation,” Journal of Consumer Research, 38, 5 (February), 815-833.
  • Mukhopadhyay, Anirban and Catherine W. M. Yeung (2010), “Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children,” Journal of Marketing Research, 47, 2 (April), 240-250.